“We are moving to an integrated model and are building a platform that will consolidate these brands in South Florida and Texas under one payer-agnostic physician brand called Conviva,” Humana chief executive Bruce Broussard told analysts on the company’s fourth-quarter earnings call last month. “Conviva will be a physician-centric and clinically-focused, tapping into the deep knowledge and knowhow of our primary care community to stimulate entrepreneurial thinking, resulting in an innovative model of care that will measurably improve our ability to serve our members and close gaps in care.”

Insurers like Humana and UnitedHealth that also own physician practices and health clinics are in a fierce battle with larger hospital systems to gain economies of scale. Drugstore and retail clinic operator CVS Health is buying Aetna, the nation’s third largest health insurer, and plans to develop more healthcare services.

Using one brand could be key to attracting patients, particularly during a period of consolidation, analysts say.

In south Florida, in particular, insurers are buying up doctor practices and facing new competition as they try to attract patients insured by Medicare and private Advantage plans. Anthem and Centene are the latest insurers to buy doctor practices and clinics in Florida.

“Our strategy is for Conviva to provide local depth and drive both healthcare service and Medicare Advantage growth opportunities with greater member access and engagement in health over the long term,” Humana’s Broussard said. “We believe this new, simplified structure will help us to continue to build trust throughout Florida and Texas markets, improving operations while continuing to make strategic investments in the business.”

I've written about health care for three decades, starting from my native Iowa where I covered the presidential campaign bus rides of Bill and Hillary Clinton through the Hawkeye state talking health reform and the economy. I have covered the rise, fall and rise again of he...